Bacardi Ltd is scouting for potential brand acquisitions in India and expanding its sales and marketing team to tap anticipated growth in the local spirits market by setting up bottling plants in North India. Currently, almost two-thirds of the 140 people employed by Bacardi-Martini India are in the sales and marketing team, which the company plans to double in size over the next one or two years. The company, which has only one distillery in Nanjangode near Mysore and a co-packing unit in Goa, is planning to establish new bottling plants in North and North-East India. "We have already set up a good distribution network in the country, and the next thing that we are keen (on) is to expand the brand portfolio here. For this, the company will launch most of its global products in the next one or two years, and we will acquire brands, especially in the whisky segment that will fit into our premium market strategy," said Mahesh Madhavan, president and chief executive, Bacardi-Martini India Ltd. The company is looking to establish its presence in small cities - estimated to contribute about 70 per cent of liquor sales in the country.
Bacardi scouting for brands to tap growth in Tier II, III markets
Bacardi Ltd is scouting for potential brand acquisitions in India and expanding its sales and marketing team to tap anticipated growth in the local spirits market by setting up bottling plants in North India. Currently, almost two-thirds of the 140 people employed by Bacardi-Martini India are in the sales and marketing team, which the company plans to double in size over the next one or two years. The company, which has only one distillery in Nanjangode near Mysore and a co-packing unit in Goa, is planning to establish new bottling plants in North and North-East India. "We have already set up a good distribution network in the country, and the next thing that we are keen (on) is to expand the brand portfolio here. For this, the company will launch most of its global products in the next one or two years, and we will acquire brands, especially in the whisky segment that will fit into our premium market strategy," said Mahesh Madhavan, president and chief executive, Bacardi-Martini India Ltd. The company is looking to establish its presence in small cities - estimated to contribute about 70 per cent of liquor sales in the country.